If you’ve ever read much Seth Godin, you know how much of a fan of Little Miss Matched socks he is. And he writes about them here in a way that can really clarify the beauty of a niche and the danger of mass popularity.
His key points on product marketing/development:
- The product is the marketing.
- Choose a hive of people who seek out products like yours and then talk about them.
- Be true to what you stand for.
- It’s okay not to be serious, especially if you’re selling a want, not a need.
- Be patient. The market will find you.
Chances are that when you read the title to this post, you thought of Apple. Am I right?
Seth Godin has this to say about naming a product, and it all makes complete sense. But I don’t totally agree. And the fact that you thought of your Mac or your iPod or your iPhone after reading my title only proves it.
Godin argues that Apple could have done a better job at naming their product. I disagree. They have so significantly and successfully branded the letter “i” (even if it’s not a legal trademark) that just seeing it makes you think Apple. And that’s essentially what branding is, yes?
Sure, other companies are taking advantage of it. There’s the iHome, and iSound, and iBlock, and even iBlog. All of whom are obviously taking complete and unwarranted advantage of Apple’s work and success. But I guarantee you these companies are not enjoying the fruits of their labor, in the long run, like Apple is.
Because you thought of Apple every time you read one of their names. It’s branding at it’s finest.
Seth Godin has a new book out, The Dip: A Little Book That Teaches You When to Quit (and When to Stick), and here’s his free manifesto. Seth has also launched a separate blog specifically dedicated to this new book, and he’s trying some new launch techniques that are definitely worth an examination.
A few groups of people that seem like a worthy audience off the top of my head:
- Entrepreneurs and small business owners
- Direct sales/network marketing reps
Here are some other cool links dealing with it. Rest assured, I will own a copy within 7 days or less.
I refer a lot to Seth Godin. He is this era’s marketing prophet.
Anyway, click here to get one of his free ebooks. It’s worth every dime.